On November 11th, this special date, once called “Single Dayâ€, has now become a veritable “online shopping carnival†driven by e-commerce. This year, in the so-called "the last price war in 2012", it has gathered heavyweight e-commerce giants such as Tmall, Suning Tesco, Jingdong Mall, Dangdang.com and Gome. As of the early morning of November 12, Taobao statistics, Tmall sales reached 13.2 billion yuan, Alipay sales totaled 19.1 billion yuan. Among them, the actual number of Furniture categories was more than 1.2 billion, and more than 737,000 pieces of products were sold, with an average customer price of 1,648 yuan. Among them, All-Friends has topped the Taobao home category with a turnover of more than 80 million, and the top ten home-based stores have sold more than 10 million. The traditional industry brands accounted for more than half of the top ten sales. In the past, the Amoy brand was unique. Compared with the furniture industry brand and the Amoy brand, the average customer price of the industry brand is nearly double that of the Amoy brand. In the case of Lin's wood sales and the average friend, the transaction amount is only half of the latter. Behind the data: However, behind these landscape data, there are also many problems that cannot be avoided. Some people in the industry questioned the "Double 11" and thought that it artificially arched a peak on the smooth sales curve. Because the encroachment effect may not really bring much actual increment, it also allows the merchants to directly in the warehousing, logistics, customer service and other links. Wash the bottleneck. In addition, this has further strengthened the purchasing habits of Chinese consumers' single dimension “price onlyâ€, dragging Chinese e-commerce companies away from healthy gross profit. As far as the furniture category is concerned, as early as 2010, a furniture brand has created a sales performance of over 10,000 sets of sales promotion, but after the event, the daily sales of the store tend to be dull. The same is true for the Double 11 event, which has accounted for a significant portion of the annual sales data. After the "Double 11" promotion festival, consumers will not buy the merchants. Since they can be so cheap, why should they sell such high prices? If you only use discount sales to attract customers, you can see the imperfections of the business system and distribution channels. Excessive concentration of sales can also cause problems. In one day, the sales volume of products is over one thousand or even over 10,000. For manufacturers, they will face pressure from production and inventory. Logistics providers can't complete distribution services in time. The production cost of products with discounted prices will be compressed as much as possible, and consumers will face product quality. And after-sales service and many other issues. As early as before, a Zhejiang furniture brand had such a case. After a single day of sales, after a thousand sales, because of the lack of production and after-sales, consumer complaints caused the store to score down, facing the risk of being cleared of Tmall. Industry view: From the feedback of some merchants, “Double 11†is not very powerful for brand new users, media advertising attributes have not played a role, most users are still existing users, which means “double 11†"There will be an overdraft for online shopping. An e-commerce insider said that the “double 11†madness reflects the hollowness of the entire industry. Brands are not built on discounts, and users are not brand owners. Tmall "kidnapped" the brand through "Double 11", and the brand's dependence on Tmall is getting stronger and stronger, which forms a vicious circle. Some analysts believe that "blood-blood promotion" is still the main crux of this price war. Merchants blindly discount sales, subsidize consumers with corporate profits in violation of business rules, and eventually enter a dead end that "does not promote or sell." From the perspective of corporate profitability, the "Double Eleven" big promotion is still a loss of money. However, it is also a must for companies, because for the current large B2C mall, the profit level is not the most important indicator, and the user volume and transaction size are the most important. Once consumers are accustomed to the low-price promotion model, this model will be difficult to change in the short term. The end result of low-cost competition can only be both loses. Therefore, e-commerce should change the mode of low-price competition and turn to service competition, to exchange resources for services, to grasp traffic with services, to experience customers, and to truly stand firm in the industry and to be invincible.
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